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Among the various marketing tools offered by social networks, it is Facebook that brings the highest conversion rate for companies in the B2C sector.
1. Define the objectives of your campaign
Before launching a new Facebook campaign, you should define your advertising goals. You have a multitude of options depending on the results you expect from your ads. Also, don't forget to optimize your posts for mobile platforms, as the vast majority of Internet users use Facebook on their smartphones. If you want to promote your entire page in order to get more followers, choose the option "Promote your page".
If you want to increase the views of your posts and encourage people to watch, like, comment on, and share your content, go for "Showcase Your Posts".
When you want to promote your website directly or make a call to action, use the "Drive traffic to your website" or "Drive conversions to your website" goals. These types of ads cost more because Facebook doesn't like their users to be redirected to another web page.
Facebook also allows you to offer discounts or other rewards by creating temporary offers. With the goal of "Getting people to claim your offer", you can redirect potential customers to your website or online store.
Last but not least: you can promote your special events with "Get more attendees at your event", increase in-store sales and traffic with "Promote your business locally", increase views for a video with "Get views for a video" and simply collect more leads with the goal "Get leads for your business".
2. Target your audience
To attract more visitors and promote your posts or Facebook page, your audience must be well-targeted. Facebook allows you to target based on age, gender, geography, and user interests. That being said, your post will be delivered to the people who matter to you. For example, if you sell interior decorations, you can target women between 35-45 years of age with children who are interested in interior design.
3. Define your budget
The Facebook campaign is an investment in your business whose effectiveness can be measured in a very precise way, including conversion. You then need to decide how much a conversion is worth for you and then set your budget. You can also test a new campaign on a budget to see if it's working. If you see that it works, then you can increase your budget.
4. Select visual content
When you try to attract more visitors, visual content becomes paramount. Generally, posts with photos or videos have more likes and more user engagement. Besides posting photos, Facebook allows you to post videos or create a Slideshare about your business.
If you are using photos, it is imperative that they are in high definition. Also, put photos that tell more about your activities. Infographics, for example, are one of the coolest visuals, because, beyond an eye-catching design, they also provide useful and interesting information.
When using the "Promote Your Page" objective, you can choose the ad text and photos you want to show for your campaign. After selecting your photos, you can preview how your ad will appear on a smartphone and/or computer. One of the best things about Facebook ads is that you don't have to worry about your social media ad design because Facebook does it for you.
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